Umano የብራንድ መገለጫ by Ruis Vargas is a highly esteemed winner of the very prestigious 2021 A' Design Award የብረት ሽልማት in የግራፊክስ፣ ሥዕላዊ መግለጫ እና ምስላዊ ግንኙነት ዲዛይን Competition Category.
ብረትግራፊክ· 2021
Umano የብራንድ መገለጫ
by Ruis Vargas
Client: Laika
A' Design Award የብረት ሽልማት Winner in ግራፊክ Category
Verified Award Winner
Verify Award Status for #116954The Design
About Umano የብራንድ መገለጫ
ኡማኖ በብራዚል፣ ሳኦ ፓውሎ ውስጥ ለሚገኝ የሆቴል ባር የተሰራ የብራንድ መገለጫ ነው። መገለጫው ባህላዊ አንትሮፖፋጂ ላይ የተመሰረተ ነው፣ ይህም ቀልድን ከውጪ ተጽዕኖዎች ነፃ በሆነ መልኩ እንደገና ከመተርጎም ጋር የሚያገናኝ ስነ-ጽሑፋዊ ፅንሰ-ሀሳብ ነው። ፕሮጀክቱ አርማ (ሎጎ)፣ በ300 ግራም ኦፍሴት ወረቀት ላይ የተዘጋጁ የስራ ካርዶች፣ ምናሌ፣ ቦርሳ፣ የገጽታ ንድፍ እና በ75 ግራም ኦፍሴት ወረቀት ላይ ተትመው በውስጠኛው ግድግዳዎች ላይ የተለጠፉ ፖስተሮችን ያካትታል። ግራፊክስ እና አርክቴክቸር ተዳብለው የከተማዋን እይታዎችና የአካባቢውን ግጥሞች እንደገና የሚተርጉሙ ምስላዊ ትረካዎችን ይፈጥራሉ። ግቡ ከባህላዊ የሆቴል ባሮች መደበኛ ስሜት መራቅ ነው።
The Recognition
About the A' Design Award የብረት ሽልማት
Umano የብራንድ መገለጫ የA' Design Award የብረት ሽልማት አሸናፊ ነው፤ ይህም በጥሩ ሁኔታ ከተነደፉ ፈጠራዎች የሚጠበቁትን ሙያዊና ኢንዱስትሪያዊ መስፈርቶች ለሚያሟሉ ጥሩ ዲዛይኖች የሚሰጥ ከፍተኛ ክብር ያለው እውቅና ነው። የብረት አሸናፊዎች የፈጣሪዎቻቸውን ታላቅ ችሎታ፣ ከፍተኛ ልዩ ሙያ፣ የባለሙያ ግንዛቤ እና የፈጠራ አቅም ያሳያሉ። Umano የብራንድ መገለጫ ከፍ ያለ ግምት የሚሰጠው፣ የሚደነቅና የሚወደድ፣ ተግባራዊና ፈጠራ የተሞላበት ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብረት ሽልማትን ያሸነፈ ዲዛይን የኢንዱስትሪ ምርጥ ልምዶችን ያዋህዳል፤ ከእውቀትና ከተሰጥኦ ጋር የተሳሰሩ ብቁ ቴክኒካዊ ባህሪያትም አሉት። Umano የብራንድ መገለጫ በጥልቅነቱ የተከበረ ሲሆን ዓለምን የተሻለ ቦታ ለማድረግ የሚረዱ የሕይወት ጥራት ማሻሻያዎችን ለማቅረብ የተነደፈ ነው።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Sao Paulo bears the stigma of being a serious and unwelcoming city and their resident is reputed to be less than hospitable. However, since the beginning of the 20th century, there has been a cultural tradition in the city permeated by a sense of humor and artistic invention. Cultural anthropophagy is a product of this. The Umano name and identity project is a break from the traditional seriousness of hotels - a materialized rupture, physically and graphically.
- Dimensions & Packaging
- Poster sheet format 420 mm x 620 mm on offset paper 75 g. Printed in 4X0 CMYK colors. Business card format 90 x 50 mm printed on 300 g offset paper, in 4 x 4 CMYK colors.
- Tags
- Brand, poster, logotype, illustration, visual identity, Laika Design
- Production Technology
- To reify the brand, the identity project consists of business cards, printed in 300 g weight, menu, bag, surface design, architecture interaction and posters. The latter, printed on 75 g offset paper to be glued to walls and sidings inside of the Umano bar.
- Design Challenge
- Sao Paulo is a city that rebuilds itself every day, houses are demolished and buildings are built quickly, generating trendy neighborhoods at every moment and many regions end up losing their cultural relevance, causing tourists to focus only on these islands of services. The Umano bar needed to be an entertainment and service option authentically from Sao Paulo and that would generate a more intense nightlife in his neighborhood, making loyal the hotel public of the region.
- Research
- The Laika method is based on the synergy between linguistic and pictorial skills. Every project begins with the construction of its meaning, an affirmation, and the need to design small graphic narratives. Thus, the brand and its visual identity elements, made by Laika, allow the creation of diverse visual narratives, which contemplate the daily needs of communication and realization of the culture of the Umano brand.
- Inspiration
- The premise to develop a new brand for Ibis’s bar was cultural anthropophagy, a literary concept created by Oswald de Andrade, writer and poet from Sao Paulo. The principal aspect about cultural anthropophagy is the sense of humor: only concerns me what is not mine, say the poet. And an unusual behaviour, which is defined by devour without prejudice any culture that is foreign to it. That concept was the inspiration to create the Umano spirit and the brand’s lifestyle.
- Project Duration
- The project started in January 2020 and finished in July 2020 in Sao Paulo, Brazil.
- Operation Flow
- In the Umano bar, the symbiosis between design and architecture allows to fill every spot of the bar with visual narratives, which invite the client to experience reinterpretations of the city's sights: the geometric designs of the sidewalks or representations of iconic buildings, namely Copan. Many icons are reinterpreted by the language project, such as excerpts of songs and clippings of poems by authors from the city. The client finds a city which deconstructs its seriousness and coldness.
- Patents
- Laika Design
- Team Members
- Ruis Vargas, Creative Director, Agnes Svilenov, Designer
- Image Credits
- Laika Design
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